Email marketing delivers at least 3x greater ROI than social media, with the average order value 17% higher. This opens up a whirlwind of questions around what is the best email newsletter for ecommerce and engaging customers, driving click throughs and generating sales.

There are so many email templates out there, but how do you know which one is going to be most successful?

Email marketing is different for every business. What works for one business, may not necessary work for another and finding the right email template can be a long process with lots of trial and error. But test, test and test again and you’ll find a winning email marketing formula that resonates with your audience and delivers solid ROI from each and every broadcast sent.

Our very own Email Marketing expert, Hannah, shares her favourite email campaigns and trends of the moment.

Simplicity

We’re finding that simplistic emails are becoming more popular and performing better.

One of our clients chose to remove products from their emails and just keep a button and header image. Since making this change, we found that the open and click rates increased dramatically, with the unsubscribe rates dropping. Win, win!

So, why do we all love simplistic emails designs so much?

The messaging is clear and with less distractions, they draw the customer straight to where us marketers want them to go. We’ve also found that since changing to this more simplistic design, open rates are constantly hitting over 50% and a click rate of 5% or more.

Humour

This unconventional email from Chubbies is designed to engage readers from top to bottom by using humour. We are seeing more and more of these emails in our inboxes to engage us and get us to click. We’re very impressed!

So the use of humour fits with your brand, then don’t be afraid to try something different with your emails. Everyone loves a good laugh after all!

Interactivity

Interactive emails are becoming more and more popular. A well-designed interactive email enables you to provide more information within a relatively limited space, without forfeiting it’s attractiveness. This B&Q email is a perfect example of this.

What’s all the hype about?

Interactivity opens up a whole new world of email marketing. It’s much more engaging and the interactive design allows the customer to read exactly what they fancy, without having to scroll through the entire email.

Countdown Timers

These emails are becoming more popular. Brands use countdown timers to encourage customers to purchase within a certain amount of time. These are mainly used in ecommerce for flash sales or even abandoned cart notifications. However, we also use countdown timer for an auction client, letting their customers know when the online auction is going to start.

We’re big fans of countdown timers and have found that email campaigns with them perform better than those without.

Personalisation

Traditional email marketing is broken. People aren’t interested in emails that show very little personalisation. A simple ‘Hi Hannah’ goes a long way when it comes to the performance of email campaigns!

Better still, include product suggestions based on their previous purchases. That way, you’ll reach your audience on a much more personal level. It makes the reader feel like the company has taken the time to create an email containing content that they are going to be interested in and has not just sent them a bulk send email.

This personalised newsletter from Spotify is the perfect way to get me to open and re-engage with the music app.

You may not get your email campaigns right from day one. But keep testing, trying new designs, content and call to actions, until you find something that works for you!

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